首页|中国国家旅游形象研究——以北京和西安外国游客为例

中国国家旅游形象研究——以北京和西安外国游客为例

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国家旅游形象研究是国内旅游形象研究的薄弱环节.采用问卷调查法获取欧美游客的中国刻板形象、情感形象和独特形象的描述词汇,运用关联网络研究欧美游客的中国国家旅游形象.结果发现:①欧美游客的中国刻板形象整体上是积极和正面的,可以概括为“拥有悠久历史和独特文化的国家”,长城、兵马俑和美食是欧美游客对中国刻板形象的具体化;②欧美游客的中国情感形象整体上亦是积极和正面的,可以概括为“人民热情、感觉美好”,但是,存在“拥挤”和“吵闹”的不良情感体验;③欧美游客的中国独特形象与中国刻板形象密切相关,目前长城和兵马俑是中国独特形象;④欧美游客对中国自然、历史和文化等的认识十分有限,中国国家旅游形象管理亟待加强.本研究对国家旅游部门准确认识欧美游客的中国旅游形象、有针对性地开展国家旅游形象管理工作具有重要的参考价值.
Study on the national tourism image of China: A case of foreign tourists in Beijing and Xi'an
The research on the national tourism image is the weak link in the study of domestic tourism image.Based on the questionnaire survey,European and American tourists' stereotypical image,the affective and uniqueness image of China have been obtained,which are also used to study the national tourism image of China by sketching an association network.The conclusions are as follows:1) European and American tourists' overall stereotypical image of China is positive and can be summarized as "China is a country with long histories and splendid cultures".The Great Walt,Terra-Cotta Warriors and Chinese cuisine are taken as the embodiments of China's steremypical image.2) Their overall affective image of China is positive and can be summarized as "friendly local people,feel wonderful".However,"crowd" and "noisy" have been used to describe their bad affective experience.3) The uniqueness image and stereotypical image of China are closely related.At present,the European and American tourists regard Great Wall and Terra-Cotta Warriors as uniqueness image of China.4) The European and American tourists' understanding of China's natural scenery,history and culture is limited so that the management of national tourism image needs to be enhanced.This study is of important reference value to the department of national tourism to accurately understand the national tourism image of China and to carry out the targeted work of national tourism image management.

association networknational tourism imagecore-periphery structuresmall-world effect

吴姗姗、吴晋峰、王云弟、吴剑

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陕西师范大学旅游与环境学院,陕西西安710119

关联网络 国家旅游形象 核心-边缘结构 小世界效应

国家自然科学基金资助项目新世纪优秀人才支持计划项目

41371154NCET110673

2015

浙江大学学报(理学版)
浙江大学

浙江大学学报(理学版)

CSTPCDCSCD北大核心
影响因子:0.709
ISSN:1008-9497
年,卷(期):2015.42(4)
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